'American Idol 2' sets reality TV show ad rate record

By Reality TV World staff, 10/16/2002

Advertising Age reports that FOX is pricing an integrated marketing package for "American Idol 2" at $26 million, the highest for any reality show and far surpassing the previous record held by Survivor, which asked as many as nine sponsors to pony up $10-$12 million for 13 one-hour episodes on CBS.

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Coke and Ford, the two major sponsors during the summer run of the a modern day star-search program, already have re-upped for January, according to executives. Because of their incumbent status, the executives said neither Coke nor Ford came close to spending $26 million for a new package.

Fox is now looking to add a wireless telecommunications company as the third top sponsor for another $26 million. Whether the network will get that price is uncertain. The sum buys 55 spots across the 15-week series, licensing, product placement, Internet exposure, and other elements, along with the designation "Official Sponsor of American Idol."